JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

The Role of Customer Trust in Mediating the Relationship Between Public Relations and Brand Image on Purchase Intention on TikTok Shop Among Generation Z in Central Java

Mutia Salsabila Mawardani (Unknown)
Firdaus (Unknown)

Article Info

Publish Date
10 Sep 2026

Abstract

This study examines the effects of public relations and brand image on purchase intention through customer trust among Generation Z TikTok Shop users in Central Java. Using a quantitative design, data from 200 purposively selected respondents were analyzed using PLS-SEM. The results show that public relations and brand image positively and significantly affect customer trust and purchase intention. Customer trust positively affects purchase intention and partially mediates both relationships. Public relations have a stronger direct effect than brand image. These findings extend Stimulus-Organism-Response theory by highlighting trust and interactive communication as drivers of purchase intention in algorithm-driven social commerce. Keywords: Brand Image; Public Relations; Customer Trust; Purchase Intention; TikTok Shop

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...